OOH company Kinetic, together with media agency, GroupM and creative agency Oliver Ireland, have teamed up with Britvic, to promote its new juicy orange and vanilla drink, the New Club Zero Super Split, with a colourful and innovative OOH campaign.
Britvic unveiled its new soft drink with an eye-catching OOH advertising campaign in Dublin and Cork. The campaign combines a number of seemingly normal billboards with a 3D special build of a giant new Club Zero Super Split replica which brings the campaign to life for passers-by on Dundrum Road, Macken Street (Dublin) and Gerald Griffin Street (Cork). The outstanding build measures 4 metres in height.
According to Sarah McPartlin, brand manager, Britvic: “Club’s purpose is to celebrate the best bits in life and with our new limited edition soft drink Club Zero Super Split, we’re celebrating the best bits of an Irish Summer… and it’s zero sugar! Outdoor plays such a vital role in driving awareness for any NPD and the team at Kinetic and GroupM have done a brilliant job with this campaign- the specials in particular really capture the fun-loving and playful side of the Club brand.”
To further attract customers’ attention, an ice-lolly stick sticks out from the 3D bottle playfully tying in the classic Super Split ice-cream. Playing on the ‘Taste the Summer’ tagline, the text, made of hundreds of foil disks, moves with the breeze and glimmers in daylight.
Megan Daley of Kinetic said: “Club Zero Super Split is the summer drink that we’ve all been waiting for. Kinetic is delighted to be involved in this creative and colourful OOH campaign which announces the launch perfectly, combining an innovative 3D build with strategic placement. Perfectly timed for summer, the campaign has connected with consumers looking for the perfect refreshment.”
In addition to Digital OOH, the colourful campaign could be seen also across other Out of Home formats, including 48 sheets, Bus Shelter (6 sheets), point of sale (6 sheets) and digital OOH in shopping centres.